Informed by the everyday craft traditions of Rajasthan, AakarTaro approaches clothing as a meeting point between regional storytelling and modern functionality. The label describes itself simply as ‘our regional craft stories made into modern functional clothing,’ drawing from techniques and practices that are closely embedded in the culture and daily life of the region. Through close collaborations with local craft clusters, AakarTaro reimagines practices such as Bagru and Sanganer block printing, natural dyeing, and Kantha embroidery within contemporary silhouettes that feel current. Co-founded by Rishi Purohit, Ruchika Choudhary, and Ashutosh Nagi, everyday utilitarian practices shaped both their background and motivations behind the label.
The Beginning
If we had to explain it simply, it is our regional craft stories made into modern functional clothing. If we define the roots of AakarTaro and how it came about, it is as simple and as sorted as it can be. Being from this part of the country, in Rajasthan, AakarTaro came very naturally into existence, as craft is so deeply rooted here, or we can say we don’t even have to dig deep for it. It exists in our culture and daily lives, and is practiced in such a utilitarian way, we haven’t seen anywhere else. Being able to see and explore other parts of the country has only made us realise that this place is our centre. If we don’t tell our stories, then who will. We simply want to keep them in the present, and carry them into the future.
Reimagining Indian Craft
Reimagining Indian craft is closely tied to why we chose to do this in the first place; we just wanted to be true to ourselves. Our interest has always been in taking these existing craft systems, so deeply present in and around Rajasthan, and pushing them into a space that feels current and functional. Our process is in close collaboration with the craft clusters of our region, where techniques such as Bagru block printing, Sanganer block printing, natural dyes, and Kantha embroidery are adapted into modern silhouettes, creating an intersection of craft, functionality, and modern design.
Rajasthan Coming Alive
Craft is a way of life here and associated with everyday life. We love how craft practices are associated with a utilitarian approach in Rajasthan, then of course the beauty of it. At AakarTaro, we are in sync with this approach to craft in our clothing. Our track jackets were designed drawing inspiration from the region’s vast desert landscapes and visual language. The Bagru printing technique has a unique process, where specific colours like earthy browns, reds, and blues are achieved through natural dyes. The motifs and patterns in Bagru have long been shaped by the desert landscape, so it just felt right to work with it in this way.
Working With Artisans and Slow Fashion
The process is completely mutual. It is a very collaborative space for us. They have been involved in these traditional techniques generationally, and we are very careful and nerdy in learning the processes, limitations, and depth of it through our design. Every time, there is something new for both of us in it. This is one of the most exciting and fulfilling parts for us. Where we grew up, clothes were meant to last and were mostly handmade. But today, mainstream fashion has somehow lost track of that, and we just could not make sense of it. Working in a slow space, where everything from textiles to design is intentional and meant to be worn, every detail has to make sense to us.
What’s Next
We are very excited for the future, exploring one craft at a time. We have a long list of crafts we would like to explore from our region; Bandhani, block printing from different communities of the region, quilting, appliqué, and tukdi, through our clothing. We also have our first set of womenswear in line, which we are very excited about.
Words Neeraja Srinivasan
Date 20.5.2026